Westfair Business Journals’ Post

Throughout history, the Greek goddess Nike was regarded as a benign divinity who encouraged and praised individuals who exemplified excellence, talent, and heroism. A celebrated winner receives recognition with pride and a sense of accomplishment, having had the discipline to dedicate themselves to preparing well and staying focused in the face of obstacles and distractions. In an effort to stay relevant in a saturated market, Nike has adopted the Polarization Strategy. They have crafted taglines that are almost narcissistic and deliberately seek to resonate deeply with their target demographic, showing disregard for the negative opinions of those who, by default, might never use their products anyway. The provocative angle of the campaign has generated a significant buzz of attention, which could give rise to more visibility and engagement. It does however contradict the persona they've upheld for almost half a century and borders heavily on hypocrisy with them backpedalling on their previous stance of similar attitudes in sponsored athletes. What I find most interesting is the sudden shift in tone expressed by the campaign, which gives a proverbial middle finger to sportsmanship and promotes the pursuit of success at all costs and perhaps it's a clever ploy to inspire consumers to ignore the price tag. The shift will certainly alienate long-time customers who admired Nike's previous emphasis but will strengthen its connection with its core audience, fostering intense brand loyalty. I am curious to see what their long-term brand vision looks like beyond this campaign and how they manoeuvre to ensure the shift strengthens rather than undermines their brand.

From ZERO to 55.6%. This is how the percentage of women on the Australian Olympic team has grown from Paris 1924 to Paris 2024. Highest ever this year. Last night I did something no one had ever seen me doing (me including): I read Vogue. A fashion and lifestyle magazine, Vogue was founded in 1892, and, according to Wikipedia, while designed mainly for women, early Vogue had a section for men, too: on sports. But here we are, in 2024, with only two weeks until Paris Games - and the latest issue of Vogue Australia is covering the Australian athletes heading to the Games this year. I am reading a piece by Bronte Campbell, the Gold medal-winning swimmer, talking about women in sports and how things have changed over the last century. Female participation in sports is now more widely accepted and celebrated, but as Bronte points out, "how many echoes of 1924 remain is up to us to decide when it comes to how we view and talk about these women". Because "words have power and we hold the responsibility for our choices". When do we make these choices? Bronte talks about a few moments when we need to stop and think: When we discuss athletes' appearance, clothing, personal lives - instead of their techniques or achievements (women are subjected to this scrutity way more than men). When we take the "default male" perspective and add the word "female" as a qualifier to a profession: think "the swimmer" (a male by default, never referred to as "the male swimmer") and "the female swimmer" - because she is not a "default male"). When we, when choosing a sport for ourselves, or the way we do sports, are guided by "a rhetoric of exercise being a way to enhance the way you look rather than the way you live". Women in sports, even when we do it recreationally, still face many obstacles - unwanted attention and harassment are more common than you may think for many runners, for example (women are avoiding my favorite trail run in Brisbane right now because of the recent assault cases). Fun fact: in 2021, Norwegian women’s team refused to play a beach volleyball match in bikini bottoms as prescribed by the international game rules - and got a fine of fifteen hundred euros. The rules stated: “female athletes must wear bikini bottoms … with a close fit and cut on an upward angle toward the top of the leg. The side width must be of a maximum of 10 cm”. Rules for men? You guessed it. The dress code has since been changed (the international sports community's outrage was real). It is indeed up to us to write a new narrative - built on respect and celebrating achievement. Beyond the label of "female athlete" always lies a story of talent and dedication - so let's celebrate them for who they truly are. The next time you watch sports, challenge yourself: can you name female athletes from different sports and what they're known for (besides their looks)? And if you cannot, there is something you can do tonight: read Vogue, for example.

* WHAT WE DO *   Unveiled during #Wimbledon, ‘The Marta Dress’ symbolizes the perfect blend of style and sport, a testament to our client Wilson Sporting Goods Co.’s commitment to excellence. Its innovative design mirrors the sophistication of Marta Kostyuk's wedding dress while incorporating functional elements for #athletic performance.   Curious to know more about its story? Check Cosmopolitan’s article

Women are driving golf's growth since the pandemic! According to the National Golf Foundation, over 800,000 American women took up the sport of golf from 2020 to 2022, bringing the total to 6.4 million female golfers. This surge in interest has not gone unnoticed by the multibillion-dollar golf industry, including equipment companies, clothing brands, and elite courses, which are responding accordingly. The number of female golfers has risen by about 15 percent, while the male golf pool has increased by just 2 percent in the same time frame. So, whether it is for business or pleasure, more women than ever are keen to learn golf. Read on for more: https://wapo.st/48PEBjQ #Golf #GolfCourses #WomenInGolf

While many of us are in awe of the athletes competing in Paris, LVMH is putting on a masterclass for activating a partnership. Too often in partnerships, we simply see an exchange of money and two unaligned brand logos put together. It’s the easy thing to do but it doesn’t maximize the value for either side. And I recognize that this level of integration may not be available for every partnership but when it can be done and done well, it becomes more than the sum of its parts. So kudos to Paris 2024 and LVMH for figuring out how to develop and activate a partnership that provides true value for both organizations. 🏅 Paris 2024 needed to develop Olympic medals and LVMH-owned luxury jeweler Chaumet was a natural choice to design the iconic hardware. 🏅 These medals need to be presented to winning athletes and what better way to do so than on Louis Vuitton trays and trunks, featuring its signature logo. 🧥 And as the owner of numerous fashion brands, who better to outfit French athletes for the Opening Ceremonies and the volunteers who will present the medals? These are just a few examples of ways in which LVMH has integrated itself into the Paris Olympics in a way that is authentic to its brands and creates value for both the Games and for LVMH.

Can a single campaign change how you see a brand❓ Take Mia by Tanishq's recent campaign "Dekhna Hai Toh Mera Khel Dekho" featuring para-archer Sheetal Devi (Paralympic bronze winner in archery). It captures how society often looks at those with disabilities through a lens of pity. But overlooks the extraordinary things they have achieved. What makes this campaign stand out is how it subtly shifts focus. While many brands focus on the Olympics, few acknowledge the Paralympics. And Mia by Tanishq was one of those brands. They acknowledged para athletes not by featuring Sheetal Devi, but by allowing her story to take centre stage. The jewellery isn’t front and centre here. In fact, the only jewellery you see is a quick shot of an evil-eye anklet, symbolizing protection for her as she continues her journey. The ad doesn’t shout about the jewellery—it highlights Sheetal’s strength, determination, and the raw talent she brings to her sport. And it made me view the brand in a whole new light. Mia by Tanishq designs jewellery for everyday wear, catering to Gen Z. But what’s innovative is how they’re not aggressively marketing that. Instead, they’re tapping into what this generation values—authenticity, individuality, and resilience. They’re showing us that they understand what matters, and in doing so, they’ve hit two targets with one campaign. #paralympics #archery #tanishq #miabytanishq #campaign #advertisement #brandmessage

Brand marketing magic happens when branding campaigns are delightfully on point and harmoniously aligned with brand purpose and mission, and in this case this includes the thoughtful selection of their brand ambassador. (Surprisingly, some brands botch this important component and choose poorly based on trends rather than alignment ☹️) I ❤️ every bit of this branding campaign and partnership.

⚡️ Usain Bolt is back in the spotlight—not for running, but for striking a pose! The legendary runner has filed to trademark™️ his iconic "Lightning Bolt" pose, proving he's as savvy off the track as he is fast on it. Because when you're that quick, even your victory stance needs protection.? 🏃♂️💨 While athletes from around the world compete for gold 🥇, Bolt ensures that his brand remains as unbeatable as his world records. Can you imagine someone trying to use his pose for their own gain? Not on his watch! ✋ But Bolt isn’t the only athlete getting in on the trademark action. Football phenom Kylian Mbappé trademarked his crossed-arms celebration, securing his brand both on and off the pitch ⚽. And let's not forget Michael Jordan, whose "Jumpman" logo has been slam-dunking in the merchandise market for decades. 🏀💰 These savvy athletes remind us that in sports, a signature move can be as valuable as the victory itself. It's not just about the moment—it can also pay the bills! 💵 So whether you’re striking a pose like Bolt, crossing your arms like Mbappé, or jumping like Jordan, remember: in the game of life, protecting your brand is the ultimate power play! 💪 Now its your turn. What’s your favorite athlete's pose? Share in the comments! 📸👇 Even if your signature move is just reaching for the TV remote, make sure it’s well-protected—because you never know when it might become a trend! 📺🥔 #ipidity #trademark #StrikeAPose #Paris2024 #OlympicLegends

What to Pack for the Paris 2024 Olympics: A Complete Guide https://lnkd.in/gBv7jkEP

This is how you should be promoting your own influencers: (1) With a video spotlight (2) And by sharing their affiliate storefronts with their favorite products by Jump Great job Michael Cohen at MOVE Daily Sports Care! #shopify #marketing #influencers